Читать книгу Media Selling - Warner Charles Dudley - Страница 65

It’s important for all salespeople in your department to learn from each other’s experiences – successes and failures; to help the sales department meet its strategic selling objectives; to cooperate in completing reports, expense accounts, and insertion orders (IO) accurately and on time; to help with promotions, parties, and events; and to cover for other salespeople who are absent. Departments in which the mode of operating is cooperative are more productive than those in which the operating mode is competitive, according to Alfie Kohn in his 1986 book, No Contest: The Case Against Competition.

These are the key tactics and related functions for salespeople. Their responsibility is to demonstrate an intelligent effort (DIE) in carrying out these tactics and functions. In other words, not only must digital‐era salespeople do what they are supposed to do to carry out these tactics and functions, but they must also let their management know that they are doing so diligently, that they are implementing the company’s strategy which management has designed to reach the company’s objectives.

An outline of the above approaches, mission, objectives, strategies, key tactics, and related functions can be downloaded onto your smartphone so you can refer to it often and so it can act as a reminder at www.mediaselling.us/downloads.html.

Exhibit 2.1 details how the competencies of salespeople in the digital era have changed from those previously required. Hiring managers are now looking for people who can analyze data, think strategically, and learn the business.

Digital‐era media salespeople also need to apply the competencies listed in Exhibit 2.1 to two different types of selling.